World Vision UK: The Story Shop

This case study describes how World Vision UK, a children's charity, reversed its decline in acquisitions by targeting affluent middle-aged women.

World Vision UK: The Story Shop

Agency: The Yard Creative

Executive summary

World Vision is the largest international children's charity, working to bring real hope to millions of children living in the world's hardest places. This is primarily achieved through individuals' donations to sponsor a child.

In 2015 donations from the UK transformed the lives of more than 4m children

Over the last decade a worrying trend of a steady decline in acquisitions against a sharp rise in cancellations has emerged. In response, World Vision UK repositioned sponsor acquisitions away from the mass market and focused on a...

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